Latest news with #2020
Fast Company
8 hours ago
- Business
- Fast Company
Marketing in an age of economic uncertainty
Let's get this out of the way: We constantly live in uncertain times. Periods of tranquility are actually an aberration, if not an illusion. The relationship between marketing budgets and economic volatility has always been complex. What we're witnessing isn't just the usual ebb and flow of consumer confidence or standard market corrections. It's an unprecedented convergence of tariff confusion, inflationary pressures, supply chain disruptions, and debt refinancing challenges. As I talk to CMOs and marketing leaders across industries, one word keeps surfacing: paralysis. Decision makers find themselves frozen, unsure whether to commit to long-term advertising contracts, unable to accurately forecast costs, and struggling to craft messaging that resonates in a consumer landscape where spending power is increasingly unpredictable. The historical perspective: Who thrives in downturns? When I look back at previous economic contractions—particularly 2008 and 2020—a clear pattern emerges that separates survivors from thrivers. In 2008, as financial markets collapsed, brands like Amazon, Netflix, and Hyundai didn't retreat. They advanced. Netflix invested heavily in its streaming service during the financial crisis, laying the groundwork for its eventual dominance. Hyundai introduced its ground-breaking 'Assurance Program,' allowing customers to return newly purchased vehicles if they lost their jobs—a true masterstroke that increased Hyundai's market share while competitors were seeing double-digit sales declines. The 2020 pandemic presented similar divergent paths. While many brands slashed marketing budgets in panic, companies like Zoom and DoorDash significantly increased their marketing investments, recognizing the unique moment to capture market share when consumers were rapidly forming new habits. The common thread? These companies didn't view marketing as a discretionary expense to be cut during uncertainty. They saw it as a strategic lever, one that should be pulled harder during hard times. 4 strategic approaches for the uncertainty-conscious marketer Here's what the most forward-thinking marketers are doing now to navigate the choppy waters ahead: They're embracing flexibility in all media contracts. The days of rigid, long-term commitments are giving way to more agile arrangements that allow for budget reallocation as economic conditions shift. This means negotiating pause clauses, shorter commitment windows, and performance-based terms that protect all contracted parties. Budgets are shifting toward measurable, adaptable channels. While social media and traditional media face the deepest anticipated cuts (41% and 43% respectively), digital advertising continues to gain market share despite economic concerns. Digital is projected to encompass up to 79% of total ad spend by 2030, up from its current 67%. Message content is being entirely rethought. In the face of economic anxiety, brands need messaging that acknowledges reality while providing genuine value. We're seeing this play out in automotive advertising, where some manufacturers are emphasizing their American manufacturing credentials. Ford's 'From America, For America' campaign represents a strategic positioning that resonates in an era of tariff concerns. As Hyundai, in 2008, these advertisers are using the moment to emphasize their particular brand's appeal. AI is being leveraged not just for cost cutting but for scenario planning. The most sophisticated marketing teams are using AI to model multiple economic outcomes and prepare messaging, budget allocations, and channel strategies for each scenario. The creative reset: How agencies have already adapted It's worth noting that the industry isn't starting from scratch in facing these challenges. Client behavior on creative development has undergone a dramatic transformation over the past several years. The best independent agencies have already restructured their operations in response. Gone are the days of lengthy creative development cycles and rigid campaign frameworks. Anticipating these changes years ago, independent shops have largely embraced agile methodologies that align perfectly with today's economic realities. In many ways, the independent agency sector has already prepared for exactly this kind of destabilizing environment. They've built their businesses around speed and adaptability rather than scale and standardization. As such, they're uniquely positioned to help steer brands through bumps ahead without sacrificing creative impact or market presence. Brand versus performance in uncertain times Perhaps the most critical strategic question facing marketers is how to balance brand building against performance marketing when budgets contract. Historical data consistently shows that brands maintaining or increasing their share of voice during downturns emerge in stronger positions when markets recover. Yet short-term revenue pressures make performance marketing irresistibly tempting when every dollar must be justified. The smart play here isn't choosing one over the other but reimagining how all of these factors work together. Performance marketing can be designed to build brand equity simultaneously. Brand marketing can incorporate more direct response elements. The artificial wall between these disciplines must come down to survive economic headwinds. Opportunity within adversity The brands that will emerge strongest from this period of uncertainty won't be those with the largest budgets, but those with the clearest strategic vision, the most agile execution, and the courage to maintain presence when competitors retreat. Economic uncertainty doesn't change the fundamental truth that share of voice leads to share of market. It simply raises the stakes and rewards those who can maintain their voice when others fall silent. Looking at the latter half of 2025, the marketing leaders who view this period not as a time to hide but as a rare opportunity to stand out will be the ones writing the success stories we'll be studying for years to come.
The Independent
9 hours ago
- Entertainment
- The Independent
I'm in my 50s, and Jones Road's tinted moisturizer is perfect for mature skin
Founded by cosmetics guru Bobbi Brown, Jones Road was engineered to simplify our makeup choices. Since its debut in 2020, many of its products have been created for busy women and to work well on mature skin — I think it's fair to say that over the last five years, the brand's luminous tints, balms, and foundation product launches have proved to glide over the skin with youth-imbuing properties. Now, a tinted moisturizer joins the anti-aging stable with aplomb. Designed to provide natural-looking coverage, the formula is touted for concealing redness and balancing skin tone for the days when you want to wear minimal makeup yet feel put together. The latest product was launched to fanfare and has been praised for excelling at smoothing fine lines and providing a blurring filter. To see if it lives up to its hype, I put it to the test, using it every day for two weeks. How I tested I tested the product for two weeks, replacing my usual foundation with the shade 'golden dore' every morning. I applied it after moisturizer and sunscreen, paying close attention to the consistency of the formula with its glide-on effect and the expert satin-looking finish. After putting pea-sized amounts into my hands, I then rubbed them together to warm up the formula before applying it all over my face and neck. I also assessed the formula's staying power and how it oxidized. Why you can trust IndyBest reviews Jane Druker is a beauty journalist who has recommended the best eye creams, serums, and night creams for our readers. Her particular area of expertise is how products perform on more mature skin, and she has factored this into her verdict of the Jones Road just enough tinted moisturizer while applying and wearing the formula to see how it fared day to day.
Time of India
a day ago
- Politics
- Time of India
Mayurbhanj univ without permanent VC for nearly 3 years
Bhubaneswar: Maharaja Sriram Chandra Bhanja Deo (MSCB) University in Mayurbhanj district's Baripada has been functioning without a permanent vice-chancellor since Nov 2022. VC of Fakir Mohan University in Balasore, Santosh Kumar Tripathy, has been given additional charge of MSCB. Kishor Kumar Basa, the previous VC, left after getting a central appointment in Nov 2022. A new VC could not be appointed as the govt cited a pending court case. "The court matter has been solved," said a university professor. Recently, lawyer Prabir Kumar Das filed a petition in Orissa high court regarding the lack of a regular VC in MSCB University. On May 20, the HC court sought a reply from the state govt on the matter. Das said Section 6 (10) of the Odisha Universities (Amendment) Act, 2020, mandates that where it is not practicable to fill up the post of vice-chancellor, the chancellor may appoint the VC of another public university for a period not exceeding one year. Tripathy has been in-charge VC for more than one year. His appointment was valid till Dec 13, 2023. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Qual deles é você? É isso que diz sobre a sua personalidade! Conselhos E Truques Undo "Hence his continuance is without any authority of law," Das told the court. The next hearing is scheduled on June 30. When contacted, Tripathy said, "I was appointed by the governor, who is the chancellor of state universities. I will be in-charge of MSCB University till further orders. I am just following the chancellor's order." The university also has a shortage of faculty members, with around 57% regular teaching posts vacant. As per govt data, 79% of professor posts and 67% of associate professor positions are vacant in the university, respectively. "Due to the huge shortage of regular teachers, teaching and research works are getting affected. Regular faculty members are getting more assignments and non-teaching works. Despite the challenges, the university received an A grade from NAAC. If the govt filled up teaching posts and appointed a regular VC, it would have received A+ or A++," said a university professor. The university needs more manpower for its future expansion and opening of more departments and courses. Higher education minister Suryabanshi Suraj had earlier announced the govt will fill up the VC and faculty member posts soon.
Qatar Tribune
a day ago
- Sport
- Qatar Tribune
QOC President meets Japanese Ambassador to Qatar
H.E. Sheikh Joaan bin Hamad Al Thani, President of the Qatar Olympic Committee (QOC), met on Thursday with H.E. Naoto Hisajima, Ambassador of Japan to the State of Qatar, at the QOC headquarters. The meeting was attended by H.E. Jassim bin Rashid Al Buenain, Secretary General of the QOC. The meeting reviewed the strong sporting ties between the two countries and explored ways to further develop and strengthen cooperation in the coming period. Discussions also touched on topics of mutual interest, including preparations for the upcoming World Athletics Championships-Tokyo 2025 and the 20th Asian Games- Nagoya 2026. The meeting also discussed the promising opportunities for exchanging expertise between the two friendly nations in the fields of sports administration and the organization of major events, building on the extensive experience both sides possess in this domain — most notably Japan's hosting of the Tokyo 2020 Olympic Games and Qatar's successful staging of major world championships, including the recently concluded ITTF World Table Tennis Championships – Doha 2025. H.E. Sheikh Joaan reaffirmed the Qatar Olympic Committee's commitment to expanding international cooperation and knowledge exchange with friendly countries. He noted that the Qatari–Japanese partnership serves as a promising model for synergy in advancing the aspirations of the Olympic Movement and promoting sustainability and innovation in the sports sector at both regional and international levels.
India Today
2 days ago
- General
- India Today
Delhi University to add fourth year, vice chancellor promises facilities
As Delhi University prepares to launch the fourth year of its Four-Year Undergraduate Programme (FYUP) this August, Vice-Chancellor Yogesh Singh has acknowledged the concerns raised by students and faculty but promised that the necessary facilities will be to PTI, Singh said, 'The concerns are very genuine. This is the first time there's a focus on research, entrepreneurship, and skill. These are new paths. Teachers are anxious, but this fourth year will be a game changer for undergraduate studies in our country.'advertisementThe rollout of the fourth year under FYUP has drawn criticism over a lack of infrastructure, incomplete syllabi, and uncertainty about the academic structure. Several colleges reportedly do not have upgraded laboratories, libraries, or learning resources to support the extended programme. Despite the issues, the Vice-Chancellor urged students to not hesitate in enrolling. 'Don't worry. If facilities are not available, then facilities will be created. It is in the interest of our students,' he said, assuring that the university is committed to the not everyone is convinced. Teachers' associations and education experts have expressed doubts about the university's preparedness. Some fear that without proper planning, the fourth year might increase dropout rates, particularly among students unsure about its members have also voiced concerns about being overburdened without adequate resources or just over a month left before the new academic session begins, DU is racing against time to fill the gaps. How the university responds to these logistical and academic challenges will determine whether the new format will bring meaningful change or fall short of FYUP reform is part of the broader education changes under the National Education Policy (NEP) 2020, aiming to introduce flexibility, multi-disciplinary learning, and skill-based education at the undergraduate level.
